2. Do not automate direct messages when someone follows you

But when I notice the account never replies, retweets, or engages with anyone but merely shares its own content or brand messaging on an endless loop, I may conclude pretty quickly that there’s actually no one behind the curtain.

Besides, anyone who does this demonstrates they picked up their networking skills in the social backwaters. It’s out of fashion and creepy.

3. Space out your content

Before using scheduling apps like Buffer or Oktopost, my Twitter stream looked like this: empty between 10:00 p.m. and 9:33 a.m. … then a spasm of links from 9:46 a.m. to 10:16 a.m. Quiet until noon, spasm, four-hour drought, another 10-minute frenzy, quiet.

Enter the social scheduling app.

Now, I tweet links in moderation and can utilize those periods when I’m unavailable or asleep. The corollary to this best practice is this: Don’t become a spammer.

4. Be mindful of tragic events

In 2013, the universe let Guy Kawasaki know that it frowned upon his high-octane “auto-tweeting spambot machine” that was running while the Boston Marathon bombing unfolded.

I’m undecided on this one, but here it is: If there is a major disaster going on, and you know about it, go dark at least for the duration of the event. At least that day or the next day. Announce your plans, and when it seems right, ease your way back into the game.

5. Never ambush a hashtag

Ambushing a hashtag happens when shameless marketers and self-promoters wait anxiously for the organizers of a big event to announce a hashtag — and then jump in with meaningless messages for the cheap traffic.

Demian Farnworth

Want to graduate from the minor to the major leagues? Dominate your domain with an authorial voice that people listen to? Demian Farnworth can help you go from being a good writer to a great one. Learn more. You can also follow him on Twitter.